Chances are, your social contacts already know what you do, at least in some basic fashion. But that doesn’t mean they truly understand who you help or how your work makes a difference in those people’s lives. This is where stories become a powerful tool, turning something abstract into something personal and relatable.
Let’s say you’re having lunch with an acquaintance who could be an ideal client. You’ve never directly brought up business, but the opportunity is there. Instead of making a pitch, try sharing a short, relevant story about how you’ve recently helped someone in a similar situation.
You might say: “Sorry, I’m running behind. I just got out of a meeting with a business owner, probably our sixth meeting on succession planning. It’s one of those situations that puts our full capabilities to the test, but it will be really rewarding when the plan works out.”
Or something like: “We’ve been taking on more and more young families lately. Between daycare, moving homes, and college savings, people get a little overwhelmed. It’s great being able to help them prioritize.”
These stories should highlight emotions and outcomes. When you describe a client’s fear about retiring early or the relief they felt after getting financially organized, you humanize the work you do. These emotional cues make your services more memorable and more likely to spark follow-up questions. People might ask about the recommendations you made or what types of clients you serve best. It opens a natural dialogue about your services, but without having to be overtly salesy.
The key is to match the story to the person you’re speaking with. If you’re talking to an executive, share a story about optimizing stock options or deferred comp. If you’re with a retiree, talk about building a sustainable income. Keep the story short, specific, and true.
Too often, we feel pressure to showcase a “perfect outcome.” But a story doesn’t need a resolution to be powerful. Sometimes it’s more relatable to share a client dilemma you’re currently working through. These “in-process” stories can highlight your problem-solving approach, without sounding overly rehearsed.
To make this easier, build a team habit around story collection. Start cataloging examples from client work, with identifying details removed. Talk them through, write them down, and practice sharing them.
Over time, these stories will become part of your language, and it’s one of the easiest ways to help people understand what you really do.
